Ethical Marketing and Sustainable Development Goals

Abstract

The chapter focuses on social and ethical concept of marketing, which appeared in connection with the need to bring the business into line with the requirements of both modern market economy and the principles of social responsibility to individual consumers and society. Most modern enterprises recognize the need to implement tools for social and ethical marketing, increasing awareness and consumer protection. The studies suggest that ethical marketing, particularly through the incorporation of corporate social responsibility (CSR) and sustainable development goals (SDGs), can positively impact brand loyalty and promote ethical consumer behavior Social and ethical marketing at its core implements the principles of consumer orientation, innovation, increasing the value of goods, awareness of the social mission, and social responsibility of the enterprise. Increasingly, enterprises are willing to be guided by marketing ethics, such as limiting potential damage, meeting basic needs, economic efficiency, innovation, consumer education and awareness, and consumer protection.